Unga Group’s Amana shines anew with an expanded portfolio
Listed food processor Unga Group is embarking on a strategic journey to reshape the landscape of Kenya’s packaged consumer staple foods market. Amana’s range of products, which currently features yellow beans, black beans, rosecoco beans, nyayo beans, green grams, Basmati, and Pishori rice, will now include Premium Sugar, long grain rice, and soon pasta.
The company’s latest move involves the revitalization of its signature Amana brand, complete with expansion of its product range to meet the surging demand for nutritious and high-quality food products.
Company says Amana brand, which debuted in 2014, has been reimagined as a powerhouse for nourishing foods that cater to modern dietary preferences. Unga Group is dedicating substantial resources to this endeavor, with a Kes521 million three-year market repositioning project at the heart of its strategy.
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Value-added products
This approach aims to enhance the company’s corporate value and generate returns on investment for its stakeholders by introducing an array of value-added products.
The re-launch of Amana will encompass pulses and wholegrain value-added products. Unga Group Managing Director Joseph Choge, highlighted the firm’s commitment to delivering premium quality products that offer value for money and foster consumer trust and satisfaction.
“The demand for quality nutritious packaged staple foods including pulses, cereals, and related products in the local retail market is growing at a rate of more than 30 per cent annually,” Choge explained.
Choge noted that Unga Group’s realignment will prioritize local sourcing for all its products, thereby bolstering farmers in Kenya and contributing to sustainable agricultural practices.
